UFC and Bud Light have reestablished their partnership through a new multi-year deal worth over $100 million, with Bud Light becoming the official beer sponsor for the MMA promotion starting in January 2023.
UFC and Bud Light have renewed their partnership in a new multi-year deal, making Bud Light the official beer for the mixed martial arts (MMA) promotion once again. The previous agreement between the two entities ended in 2019, and since then, Modelo had been the primary beer sponsor for the UFC. However, the promotion has now struck a new deal with Bud Light, reportedly worth over $100 million. UFC CEO Dana White expressed his enthusiasm about the renewed partnership, citing alignment in core values and the UFC brand’s reputation.
Bud Light was one of the pioneering brands to support the UFC with a multi-year deal over a decade ago, starting in 2008. As the UFC’s popularity continued to soar, Bud Light remained a partner until the promotion switched to Modelo as their beer sponsor. Now, Bud Light has returned for a six-year deal, set to commence in January. This partnership comes at a crucial moment for Bud Light, as it has faced backlash and financial losses in the wake of a controversial partnership with transgender activist Dylan Mulvaney.
The UFC’s ability to secure lucrative sponsorships and generate significant revenues year after year is undeniable. Prior to merging with World Wrestling Entertainment as TKO Group Holdings, the UFC experienced record-breaking revenues and sponsorship success in 2022. With the new deal signed with Bud Light, 2023 is expected to surpass previous records, and the anticipation for even further growth in 2024 is high. Bud Light’s decision to align with the UFC reflects their strategy to revitalize the brand and engage with the younger audience that the MMA promotion commands.
In conclusion, Bud Light’s return as the official beer sponsor for the UFC marks a significant milestone in the promotion’s sponsorship history. This renewed partnership is expected to boost Bud Light’s brand appeal following recent controversy, while the UFC continues to solidify its position as a leader in revenue generation and sponsorships within the sports industry.